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2019 FINALIST BUSINESS CHALLENGES/BRAND WITHOUT BUDGET, SMALL-BUDGET BRANDS OR CAMPAIGNS RUSSIAN FEDERATION
Lexus Instagram Hijack
RAN IN: Russia
Audience: Our audience: men and women, 25-35 years old, with high income. We focused on car owners who spend their days publishing, commenting and filming a lot of materials related to cars. This audience is very sensitive to any brand activity on Instagram.Estimated total number of Russian Instagram ranges from 25-27 million. Million people. More than 11 million people comment or create posts (https://ru.epicstars.com/auditoriya-instagram-v-rossii-issledovanie-2017). The potential audience of Lexus in the Russian segment of Instagram is estimated at 8 million people.
Objectives: The main goal of the campaign was to change the recognition of Lexus as traditionalist brand intended for the audience aged 40+, by making it more audacious and attractive for younger people.According to BHT brand-tracking, in 2017 Lexus was behind BMW and Audi in For Young People image leadership.The tools we used to measure the campaign effectiveness were:- BHT value of For Young People parameter compared to the competitors. Plan - 37 %;- increased number of subscribers in the official Instagram community. Plan - 114 180 users;- number of views. At least 8 mio/3months
Language: English, Russian